diff --git a/Makefile.am b/Makefile.am
index b0d2e98..cae800b 100644
--- a/Makefile.am
+++ b/Makefile.am
@@ -67,7 +67,7 @@ IMAGE_SOURCE = \
 	wireguard-post-up.sh
 
 mumble-vm.img: $(IMAGE_SOURCE)
-	sudo install \
+	install \
 		`guix system image \
 			--image-type=mbr-raw \
 			--image-size=6G mumble-vm-system.scm` \